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Brand Consolidation Services

7:42:00 PM

Reference: CPAD/PMCWG/0666
Location: London, UK
Duration: 40 Person days
Closing Date: 2 Nov 2012
The Commonwealth Secretariat is inviting proposals from brand consultants or brand consulting firms that will enable the selection of a successful bidder, who will provide the Secretariat with brand consolidation services. The terms of reference below provide relevant background and scope of the services required.

Background

The Commonwealth is a voluntary association of 54 member countries that support each other and work together towards shared goals in democracy and development.
The Commonwealth Secretariat implements decisions agreed by Commonwealth Heads of Government and Ministers through advocacy, coalition-building, information sharing, analysis, technical assistance, capacity-building, and advice and policy development. We work principally in partnership with governments as:
  • A force for peace, democracy, equality and good governance
  • A catalyst for global consensus-building
  • A source of assistance for sustainable development and poverty eradication

The Brand

The Commonwealth logo was originally designed in 1972 at the request of our first Secretary-General, Mr Arnold Smith. Since then, a number of updates and variations have been developed, including the latest change to the ‘spears’ version of the logo in the year 2000.
Today, the Commonwealth brand and use of its logo is fragmented. Comprehensive guidelines and templates are not available to staff, making it difficult to present a consistent, strong brand identity for the Commonwealth’s multiple and varied audiences.

Scope of Work

The consultancy services being sought will cover the following areas:
Phase 1
  • Consolidation of the Commonwealth’s visual identity
  • Development of logo artwork
  • Development of a series of sub-brands (e.g. Commonwealth programmes)
  • Development of comprehensive visual identity guidelines. This should cover master logo and sub-logos, colour palette, sizing, positioning, fonts (must include at least one Windows system font), use with partner logos, tone of voice, imagery, online/offline application examples (Commonwealth website, publication and report covers, newsletters, and other similar marketing and communications material etc)
Phase 2
  • Development of working templates for use by staff and external vendors:
  • Business card (Indesign)
  • Letterhead (Indesign and Word)
  • Envelope (Indesign)
  • Presentation (PowerPoint)
  • Report cover and internal double-page spread (A4 & A5). Must include page elements such as tables, images and captions, feature/pullout text. (Indesign and Word)
  • Book cover - priced (A4 240mm x 165mm) (Indesign)
  • Brochure/leaflet (A5 & z-fold) (Indesign)
  • Newsletter (A4) (Indesign and Word)
  • Recruitment advertisement (Indesign)
  • Poster (Indesign and Word)
  • Promotional banner (Indesign)
  • Press release/media advisory (Word)
  • Signage (Indesign)
The branding must:
  • Reinforce and complement the branding campaigns that have been developed previously. In most recent times, this has included branding of the following:
  • Be Scalable
  • Be effective for use in colour and mono/black and white
  • Offer vertical and horizontal options
  • Closely align with the Commonwealth Secretariat mission, principles and values
The consultant will be expected to work closely with the Communications and Public Affairs Division (CPAD) staff and regularly demonstrate progress to CPAD. Draft and final recommendations will need to be presented to CPAD at the Secretariat’s premises in London.
Draft and final deliverables produced during this consultancy will be the property of the Commonwealth Secretariat, which will hold the copyright to use them.

Required Expertise

Prospective candidates should possess the following expertise:
  • Qualifications in graphic design, branding or equivalent
  • Relevant experience in brand development and graphic design
  • Relevant experience working for not-for-profit organisations
  • Relevant experience working with an organisation with global stakeholders with multiple audiences

Location

The successful bidder would ideally need to be within easy travelling distance to London and be available at short notice to meet with CPAD at the Commonwealth Secretariat to discuss relevant project tasks.

Time Frames

  • Phase 1: Four weeks from acceptance of contract by successful bidder
  • Phase 2: Four weeks from completion of Phase 1
No extension will be considered for this project, which should be completed to the satisfaction of the Commonwealth Secretary-General.

Remuneration

The indicative budget for this consultancy is up to £50,000 (inclusive of all applicable taxes and duties). The Commonwealth Secretariat will offer consultancy fees (as per quote) and the following payment terms will apply:
  • 20 percent of the consultancy fees after signature of contract
  • 40 percent of the fees after completion of Phase 1 work to the satisfaction of the Commonwealth Secretariat.
  • 40 percent of the fees after completion of Phase 2 work to the satisfaction of the Commonwealth Secretariat.

Further Information

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